Case Study
Moulin Rouge! The Musical
Paint the Town Rouge campaign
“To help elevate the planned ‘Paint the Town Rouge’ campaign, we needed a media partner to collaborate with to amplify the content, and we immediately knew that Time Out was that partner. We were impressed by the creativity and execution of their campaign – their understanding of their audience, how to reach them and how to engage them meant they really helped us deliver on this exciting initiative.”
Lyndell Pond,
Managing Director, ACMN Marketing and Advertising
Campaign objectives
Showcase the opening of Moulin Rouge! The Musical.
Encourage ticket sales.
Generate reach, engagement and competition entries.
The idea
Competition page encouraging readers to participate.
A combination of bespoke content pieces across content pages to illustrate the launch.
Custom newsletter drivers to reach our loyal Time Out weekly subscribers.
Custom social media drivers pre and post competition to draw participation.
Campaign execution
Time Out worked in partnership with Moulin Rouge! The Musical for the Paint the Town Rouge campaign.
To celebrate the opening of Moulin Rouge! The Musical, famous locations across Melbourne were lit up ‘rouge’ for four nights. We invited readers to capture the moment by taking a photo of one or more of the participating landmarks and posting on Instagram to #PainttheTownRouge for the chance to win a luxe Moulin Rouge! The Musical experience.
The campaign came to life through a mix of curated high-impact takeover display on the content pages, ROS display, eDM newsletter drivers and custom social drivers across Facebook and Instagram. Time Out covered the pre competition and post competition.
The campaign was a success with many readers visiting the website to find out more about the show. Overall, the campaign looked impactful across Time Out sites and generated fantastic results for the campaign.
How we worked
It was a true collaboration between several parties, both internal and external. We worked closely with Mediacom, and upon sign off, worked directly with Visit Victoria for content creation. Visit Victoria was open-minded to all our ideas and to trying new things. They trusted us, our knowledge of our audience and how best to engage with them, such as our cheeky tone and use of wordplay.
The results
It was a true collaboration between several parties, both internal and external. We worked closely with ACMN and Visit Victoria upon sign off to coordinate the campaign.
The campaign came to life through a mix of curated high-impact takeover display on the content pages, ROS display, EDM newsletter drivers and curated social drivers across Facebook and Instagram. Time Out covered the pre-competition with an announcement piece and the post-competition with a highlights gallery featuring winning entries. Both performed above the average benchmarks with over 14k pageviews against a 3.5k projection and average 2:1 mins vs 1:50 dwell time on page.
The campaign was a success with many readers visiting the website to find out more about the show. Overall, the campaign looked impactful across Time Out sites and generated fantastic results. Overall projected impressions for the campaign was estimated at just over 1.2m, but the campaign smashed this delivering over 2.8m impressions over the campaign duration.
All up we recorded over 8k engagement clicks across both social and newsletter drivers and display. The estimated reach was 792k impressions – which we exceeded by 35.1% with 1.07m.
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